The Heinz double-lid bottle design is a prime example of innovative, practical design solving a common problem while enhancing brand perception. Its simple yet effective approach led to a substantial increase in consumer engagement and reach, showcasing the power of design in viral marketing. The campaign's inclusivity and cultural sensitivity, particularly in the Middle East, coupled with its commitment to sustainability through recyclability, further underscore its significance. Overall, this design brilliantly demonstrates how creativity and functionality can merge to create a product that resonates widely and positively with consumers.

The fact that such a foolish problem got its own equally foolish solution, was a unique take that no other brands have done. The bottle does provide traditional Arab’s – typically the older generation – in the Middle East who may not read English fluently a way to ensure that they always store the bottle the right way. Well, any way is the right way. But definitely no more trips to grandma’s house to find the bottle placed wrongly.

Since forever, ketchup lovers have struggled to get to the bottom of their Heinz bottles. We thought we had solved the problem with the introduction of the world’s first upside-down squeeze bottle. But we were wrong. Oh so wrong. Turns out, 43% of people store our upside-down squeeze bottle, upright. And 83% of them still struggle to get the very last drop.

The bottle prototype was created as a means to solve this dilemma once and for all, and give ketchup fans the ability to enjoy more of what they love – Heinz ketchup!

And the best part? Our prototype is 100% recyclable.

We decided that well, since one lid wasn’t enough, let’s make two! So now, there’s really no way to store or squeeze your ketchup wrong. Both sides, are the right side.

It’s as simple as that.

The double-lid bottle is a silly solution to a silly problem, but it works! And the best part? Our prototype is 100% recyclable.

We showed the world how ridiculously easy it is to use our bottle by creating a double-lid bottle. The campaign increased awareness among Heinz customers about the proper way to store and use the iconic bottle and positioned Heinz as an innovative brand that listens to its customers.

The campaign execution maintained Heinz's fun visual design. We ensured our prototype was functional, appealing, and could solve a real problem. To create an easily recognizable and eye-catching campaign, influencers created their own content using an Instagram filter we developed. This contributed to the campaign's success. A series of social media posts and posters were also developed. The result was a viral campaign that captured the attention of people in the Middle East and worldwide. Furthermore, we ensured that the prototype was not only entertaining but also sustainable, so we made it 100% recyclable.

372% Engagement volume increase

244% increase in Reach

12.8% AER

900% Search Query Increase

430+ pieces of coverage. Most media coverage on a Heinz Arabia campaign to date.

100% positive message

4bn+ audience reach

42,613 conversations. Most talked about Heinz product in MENA history.

Earned tier 1 coverage across 30+ markets around the world, including the likes of China, US, UAE, UK, Spain, Switzerland, Austria, Germany, and Italy to Korea, India, Singapore, Indonesia and Malaysia